Focus groups are commonly used in qualitative research to gather in-depth insights and understand the perspectives and experiences of participants through guided discussions.

Qualitative Research Overview
Qualitative research aims to understand human behavior, thoughts, and feelings through rich, descriptive data. It focuses on the meaning and experiences behind phenomena, making it distinct from quantitative research, which emphasizes numerical data and statistical analysis.
Research Methods in Qualitative Research
Among various research methods, focus groups stand out for qualitative studies. Here’s why:
Understanding Group Dynamics
- Focus groups facilitate in-depth discussions among participants.
- They provide insights into collective views and social dynamics.
Exploration of Complex Issues
- This method allows researchers to explore attitudes, beliefs, and motivations.
- Participants can share personal stories that reveal deeper understanding.
Interactive Environment
- The group setting encourages interaction, stimulating new ideas and perspectives.
- Participants can build off each other’s responses, leading to richer data.
Flexibility in Data Collection
- Focus groups can adapt to the flow of conversation, allowing for spontaneous topics to emerge.
- Researchers can probe deeper into responses, gathering nuanced information.
Comparison with Other Methods
- Surveys (Option A) rely on pre-set questions, limiting depth.
- Experiments (Option B) focus on controlled settings, often neglecting participant perspectives.
- Statistical analysis (Option D) is quantitative and does not capture qualitative insights.
In summary, focus groups are a pivotal method in qualitative research, offering a platform for rich, interactive discussions that unveil the complexities of human experience. Their unique ability to facilitate dialogue makes them an essential tool for researchers seeking to understand the "why" behind behaviors and attitudes.